... and examines how fandom types may shape brand extension outcomes. Design/methodology/approach This study examines 38 webtoon-based theatrical films released in South Korea between 2008 and 2024. Given the limited number of such adaptations, it complements box office analysis with topic modeling of 7,939...

.... If there are m latent factors in the model, then the factor model can be described as follows: Measurement invariance Brand extension Brand and retailer collaboration Consumers’ perceived value In various methodological and theoretical domains, consumer value has long been acknowledged...

...Angelina Nhat Hanh Le; Julian Ming Sung Cheng; Yueh Hua Lee; Megha Jain Purpose The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming...